
Swatches need four things to be true at once. Check them in this order — the first two cover most cases.
In Shopify admin go to Online Store → Themes → Customize → App embeds and switch on Swatchfy Variant Images, then Save.
App embeds are stored per theme. If you recently switched or duplicated a theme, the embed is off on the new one even though it was on before.
Open Swatchfy → Swatch and check Swatch status. The same toggle is on your dashboard under Variant swatch status.
By default swatches only appear on products you have set up. To show them everywhere, turn on Show on non-configured products on the Swatch page.
Send us the product URL and your theme name and we will tell you exactly which check is failing — see How do I check whether a problem is caused by Swatchfy?.